Creating Your Virtual Marketing Platform For Small Business


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DESCRIPTION: Businesses usually piece their online presence together starting with their website and then proceed to social media components such as Facebook and Twitter. This on-the-fly style of planning proves to be less calculated and will result in inconsistencies in future social media activities.

This presentation reveals the three stages of crafting your Virtual Marketing Platform (VMP) focusing specifically on the small business owner. Firstly, you will get a bird’s eye view of 10 different components that make up your VMP. In the building state you will see how to prioritize the components for implementation. Lastly, you will discover what can be automated leaving you with only the high level interactions to focus your attention. Small business is still a relationship business and your Virtual Marketing Platform will enable you to be more efficient and effective in growing your online presence.

Attendees will receive a checklist and templates to ensure that they can build their Virtual Marketing Platform from the ground up!

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  • Just a little bit about myself…
  • You should think of your website as the foundation for your Virtual Marketing Platform!
  • Six “Weapons of Influence“ Reciprocation Commitment and Consistency Social Proof Authority Liking Scarcity
  • Using Pretested Content
  • 1:13
  • 25%: Personal Updates Show that you are a family person, good member of the community, add photos of local events 25%: Liking, Commenting on Others Congratulate, Birthday Wishes 25%: Disseminating Useful Information Use “Information Dashboard by Google” 25%: Business Updates & Event Promotions Use an indirect tone when talking about work Use Facebook Ads to promote Events
  • October 3, 2010 Facebook in 10 Minutes A Day
  • Creating Your Virtual Marketing Platform For Small Business

    1. 1. Social Media Camp Victoria ‘11 <ul><li>Creating Your Virtual Marketing Platform For Your Small Business </li></ul><ul><li>& Growing Your Platform in 10 Minutes A Day </li></ul><ul><li>By Robin Heppell </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    2. 2. Quick Snap Shot: Robin Heppell <ul><li>Born & raised in Victoria </li></ul><ul><li>Funeral Director for 20 years at McCall Bros. </li></ul><ul><li>Resident techie & web guy </li></ul><ul><li>Became industry consultant / speaker </li></ul><ul><li>Focused on Online Marketing for Funeral Homes & Local Businesses </li></ul><ul><li>Started offering clients websites built with WordPress & configuring their Social Media – which became their Virtual Marketing Platform </li></ul>
    3. 3. <ul><li>Church </li></ul><ul><li>Fraternities: Freemasons, Eastern Star, Knights of Columbus, Elks </li></ul><ul><li>Service Clubs: Rotary, Kiwanis, Lions </li></ul><ul><li>Civic: Town council, Parent Advisory </li></ul><ul><li>Sports: Coaching, Managing, Participating </li></ul><ul><li>Business: Chamber, Leadership Groups, BNI </li></ul>Conventional Places to Network @robinheppell #SMVC11 | Questions: (702) 487-3049
    4. 4. Goal: Build Relationships Know, Like, Trust
    5. 5. What We Will Cover Today <ul><li>Your Virtual Marketing Platform </li></ul><ul><li>VMP Fast Start </li></ul><ul><li>Why You Should Become Your Industry Expert </li></ul><ul><li>Executing Your Virtual Marketing Plan </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    6. 6. Virtual Marketing Platform <ul><li>Since the Internet continues to rapidly change and more of the population are turning to the Internet for information, you want to make sure that your website can grow with these changes. </li></ul>
    7. 7. Virtual Marketing Platform Your Website is the Foundation of your Virtual Marketing Platform
    8. 8. WordPress for Business Websites <ul><li>Easy to edit </li></ul><ul><li>Easy to update </li></ul><ul><li>Easy to integrate </li></ul><ul><li>Easy to remodel </li></ul><ul><li>Easy to expand </li></ul>
    9. 9. Virtual Marketing Platform Email
    10. 10. Virtual Marketing Platform RSS
    11. 11. Virtual Marketing Platform Online Chat
    12. 12. Virtual Marketing Platform Search Engines
    13. 13. Virtual Marketing Platform Blogs
    14. 14. Virtual Marketing Platform Mobile
    15. 15. Virtual Marketing Platform Media Social
    16. 16. Virtual Marketing Platform Video Online
    17. 17. Virtual Marketing Platform Viral
    18. 18. Virtual Marketing Platform Management Reputation
    19. 19. Virtual Marketing Platform
    20. 20. Build A Consistent Brand <ul><li>Check available Usernames for both personal and company profiles </li></ul><ul><li>Go to: </li></ul><ul><li>Try to use a consistent photo / logo for your profiles </li></ul><ul><li>Know where you want to drive people (what URL do you want people to visit) </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    21. 21. <ul><li>Besides Your Website, create Your Power Platform Builder accounts </li></ul><ul><li>Gmail </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul>Power Platform Fast Start @robinheppell #SMVC11 | Questions: (702) 487-3049
    22. 22. You Should Be The Expert! <ul><li>The Paradox of the Information Age </li></ul><ul><li>You have all of the information you need at your finger tips, but you don’t have the time. </li></ul>So then it comes down to who you know and what they know…and why would someone trust YOU?
    23. 23. Influence Weapon: Authority <ul><li>Authority… </li></ul><ul><li>People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents, such as the Milgram experiments in the early 1960s </li></ul>Dr. Robert Cialdini
    24. 24. Where To Find Information @robinheppell #SMVC11 | Questions: (702) 487-3049
    25. 25. <ul><li>Why? </li></ul><ul><li>Public is very uninformed about options </li></ul><ul><li>They don’t know what they don’t know </li></ul><ul><li>QSAs will help increase averages </li></ul><ul><li>Expose competitors weaknesses </li></ul><ul><li>This is the easiest format to create content </li></ul><ul><li>How? </li></ul><ul><li>Ask staff what questions they get asked the most </li></ul><ul><li>Make list of questions you wish customers would ask </li></ul><ul><li>Type out the answers: Blog </li></ul><ul><li>Video: Create 4 PPT slides </li></ul><ul><ul><li>Intro, Question, Answer, More Info </li></ul></ul><ul><li>Record and distribute video </li></ul>Your Content: FAQs & QSAs @robinheppell #SMVC11 | Questions: (702) 487-3049
    26. 26. Build A Massive Web Presence LEAD CAPTURE Name & Email Address: Questions They Ask Questions They Should Ask @robinheppell #SMVC11 | Questions: (702) 487-3049
    27. 27. Maximum Effect – Min. Effort Initial: Automation Initial: Build Network Weekly: Content Daily: Pleasantries Others: Viral
    28. 28. 1: Initial Automation <ul><li>Website must have RSS feed </li></ul><ul><li>Push posts to Facebook </li></ul><ul><li>Push posts to Twitter </li></ul><ul><li>Aggregate Social Media accounts with HootSuite or Ping.FM </li></ul><ul><li>Install “Share Tools” on website like: ShareThis or AddThis or Facebook Connect </li></ul>
    29. 29. 2: Build Your Network @robinheppell #SMVC11 | Questions: (702) 487-3049
    30. 30. 3: Weekly Content Sharing <ul><li>Go to iGoogle Dashboard </li></ul><ul><li>Find 1 – 3 – 5 articles </li></ul><ul><li>Schedule them in HootSuite </li></ul><ul><li>Share your own content 4 times </li></ul><ul><ul><li>Initial announcement: New video / article titled… </li></ul></ul><ul><ul><li>Ask question that is answered: Ever wonder how many / what is? </li></ul></ul><ul><ul><li>Mention specific fact / nugget: Did you know there are? </li></ul></ul><ul><ul><li>Request feedback - What were your thoughts? Did you agree with me? </li></ul></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    31. 32. @robinheppell #SMVC11 | Questions: (702) 487-3049
    32. 33. @robinheppell #SMVC11 | Questions: (702) 487-3049
    33. 34. 4: Daily Pleasantries <ul><li>Hepp’s 4 Quarter Strategy </li></ul><ul><li>25%: Personal Updates </li></ul><ul><li>25%: Liking, Commenting on Others </li></ul><ul><li>25%: Disseminating Useful Info </li></ul><ul><li>25%: Indirect Business Promotions </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    34. 35. 5: Viral Strategy <ul><li>Make it easy for others to spread the information to others </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    35. 36. 5: Viral Strategy <ul><li>Tell them how to spread the information to others </li></ul><ul><li>5 Steps to Add an Obit to Facebook </li></ul><ul><li>Go to obituary page </li></ul><ul><li>Copy the web page URL </li></ul><ul><li>Log into Facebook and click on “What’s on your mind?” box </li></ul><ul><li>Press Link and paste the link into the bar, press Attach </li></ul><ul><li>Select picture, add a comment and press Share </li></ul>
    36. 37. Bonus: Leverage Old Networks <ul><li>Since you are going to be spending time at these events and meetings anyway… </li></ul><ul><li>Update your status when appropriate </li></ul><ul><li>Take your camera or video camera & take pics and vids of Awards Ceremonies, Recitals, Civic events – and then TAG!!! </li></ul>@robinheppell #SMVC11 | Questions: (702) 487-3049
    37. 38. Local Sites Are Influential <ul><li>Claim you Google Places Page </li></ul>
    38. 39. Review Site: Yelp
    39. 40. What’s Next: Mobile! <ul><li>Text your email address to: </li></ul><ul><li>(702) 487-3049 </li></ul>
    40. 41. Connect with Robin Heppell <ul><li>General / Local Business Gurus profiles: Website: Facebook: Linkedin: Twitter: Funeral Industry profiles: Website: Website: Facebook: YouTube: Twitter: Slideshare: </li></ul>